The document discusses the evolution of search engine result pages (SERPs) from 2005 to 2017, highlighting changes in ad placements, the introduction of universal search, and the significance of knowledge graphs. It outlines how search results have transformed to provide more diverse and immediate answers rather than just links. The future of SERPs is projected to focus on universal search, direct answers, and assisting users more effectively.

1. SERPs im Wandel
Ein Aus- und Überblick zu SERP Features
March 14th 2017
Philipp Klöckner

2. 2005 2010 2015 2017
Philipp Klöckner
Angel Investor & Advisor
@pip_net
SERPs im Wandel
SLIDE DECK:
http://clk.me/smx

3. Philipp Klöckner
Angel Investor & Advisor
@pip_net
2005 2010 2015 2017

4. 12 Years
70+ Startups
6 Unicorns

5. SERP
Search Engine Result Page

6. Früher war alles besser…

8. SERP CTR Heute

9. 2 von 3 Clicks sind PPC
Source: WordStream, 2012

10. SERP CTR Heute
Source: RimmKaufmannGroup

11. Was hat sich
gewandelt?

12. Ads

13. Ad Real Estate
• 4 Top Ads
• Ad Extensions
• Price Extensions
• Ad Labelling
• Vertikale Suchen
• Flights
• Hotels
• …

14. SERP Design = Revenue

15. Google Ad
Clicks Growth
• Ad Clicks + 43 %
• Avg. CPC – 16 %

16. Google Ad Clicks
Source: Alphabet Inc.

17. Universal Search

18. Universal Search
16. Mai 2007

19. Universal Search
• End of „10 Blue Links“
• Blended Search Results & One Boxes
• „Most radical change to its search results ever“
• Danny Sullivan, SearchEngineLand.com
• News, Video, Images, Local, Books… ( Produkte)
Marissa Mayer: „Just the beginning. Stay tuned!“

20. Universal Search Patent

21. 10 8,3 Blue Links
Source: SearchMetrics.com

22. Knowledge
Graph

24. Knowledge Graph
• Places: Locations, Attractions, POIs, Businesses
• Things: Produkte, Services, Brands
• Menschen: Politiker & Celebs
• Unterhaltung: Kino, Konzerte, Events, Sport
• Besonders prominent: Google Carousel
• Betrifft: Vor allem Informational Queries

25. Google Trends: Wikipedia

26. SERP Features

27. SERP Features
• 39 % KnowledgeGraph
• 22 % Related Questions
• 16 % Top Stories
• 15 % Local Packs
• 3 % Medical Knowledge
• 1 % Carousels
• 97 % mind. 1 Feature
Source: MOZcast.com

28. Medical Knowledge

29. Medical Knowledge

30. Knowledge Graph
Carousels

33. Sport Features

35. Event Features

36. Image Search

37. Die „neue“ Bildersuche
Source: C. Burseg (Facebook)

38. Outlook

39. „The new SERP is
no SERP.“

40. SERP Evolution

41. SERP RevAMPed

42. “There’s always
more information
out there.”
“Ten things we know to be true” - Google

43. 10 Things We Know To Be
True
“Once we’d indexed more of the HTML pages on the
Internet than any other search service, our engineers
turned their attention to information that was not as
readily accessible. […] Other efforts required a bit more
creativity, like adding the ability to search news
archives, patents, academic journals, billions of images
and millions of books. And our researchers continue
looking into ways to bring all the world’s information
to people seeking answers.”
Ten things we know to be true
https://www.google.com/about/company/philosophy/

44. Answers

45. Answer Boxes
Source: RankRanger.com

46. Amit Singhal
„The destiny of [Google‘s
Search Engine] is to become
that Star Trek computer and
that‘s what we are building.“
Answers!

49. Websites vs. Answers
Search Engine (Webmaster/Publisher):
Leitet Suchanfragen zu den richtigen Webseiten.
Suche (Google):
Liefert Antworten. Schnell. Wenn möglich direkt.
Universal Search? Universelle Suche?

50. Universal Search
Theodore Newton Vail
1845-1920
American Telephone & Telegraph Co.

51. Universal Search
Theodore Newton Vail
1845-1920

52. Universal ≠ Universal
Theodore Newton Vail
1845-1920
American Telephone & Telegraph Co.

53. Die SERPs Zukunft
1. Die Universelle Suche.
2. Antworten.
3. Ein Assistent.

54. Die SERPs Zukunft
1. Die Universelle Suche.
2. Antworten.
3. Ein Assistent.

55. And Now: Features Snippets

56. THANK YOU!
Slides: http://clk.me/smx@pip_net